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Majap Snapshot: Black Friday

SAN DIEGO – The laundry segment captured the majority of major appliance retail ads during this year’s Black Friday period with 53 percent of overall majap print promotions.

According to Christine Boersing, home appliance analyst for TWICE research partner Gap Intelligence, Samsung and LG Electronics dominated the ads with 24 percent and 23 percent of laundry placements, respectively, followed by Sears’ Kenmore brand at 21 percent and Whirlpool with 13 percent. The largest number of Samsung placements appeared in ads from Lowe’s and Sears, while the majority of LG’s Black Friday laundry specials were run by The Home Depot and Conn’s.

Interestingly, Home Depot did not feature any Whirlpool ads during the surveyed period, which includes Thanksgiving and Black Friday proper.

In addition to brand-specific promotions, retailers also featured across-the-board majap incentives like Home Depot’s tiered savings offer and free nextday deliver and haul-away on all in-stock items, while Fry’s listed most of its laundry sale items as “major name brand” products without identifying the make or model, save for an LG front-load washer (WM3470WA).

From a retail perspective, Sears captured 37 percent of Black Friday laundry ads, followed by Home Depot with 17 percent and h.h.gregg and Lowe’s tied at 13 percent each, Boersing said.

Laundry was featured in the same number of ads over the Black Friday period as it was over Columbus Day weekend, the last major U.S. holiday sales window before Thanksgiving, although July 4 still saw the most laundry promotions year to date.

Sears was also the dominant retailer in overall majap print promotions, capturing 35 percent of total white-goods ad share during the Thanksgiving-Black Friday period, 73 percent of which showcased Kenmore.